As drinking habits evolve, Arsenal introduces a new alcohol-free match day option

The Drop: As alcohol-free options continue to surge in popularity, America’s largest non-alcoholic brewery, Athletic Brewing Company, has just announced a partnership with three-time Premier League winners Arsenal.

The Details: Better-for-you options for in-stadium fans

Non-alcoholic beverages are having a moment, and the sports world is taking notice.

In the UK, spending on no-and-low alcohol beer increased by 38% on matchdays during the 2024 Men’s UEFA European Football Championship this summer. This surge isn’t isolated – the U.S. is seeing similar trends, with off-premise dollar sales of non-alcoholic beer up nearly 30% year-to-date.

Athletics Run Wild IPA will be sold in the Emirates Stadium during the 2025/25 season.

Enter Athletic Brewing Company. Recognizing the growing demand for alcohol-free options, they’ve made the move into the Premier League, becoming Arsenal FC’s first Official Non-Alcoholic Beer Partner.

Starting this August (ready for the 2024/25 Premier League season to kick off), fans at Emirates Stadium will be able to purchase Athletic’s award-winning Run Wild IPA — available in cans throughout the stadium for both men’s and women’s fixtures, with Arsenal Women making the Emirates their main home this season.

Bill Shufelt, co-founder and CEO of Athletic says, “This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks. Whether supporters are enjoying an Athletic at home, at the local pub, or on the concourse at Emirates Stadium, we’re excited to be a part of Arsenal matchdays this season.”

Why it matters: Changing attitudes, changing drinks

This collaboration between Athletic and Arsenal reflects a broader shift in our understanding of alcohol consumption.

Recent research has shed new light on the health impacts of drinking. A global study published in The Lancet concluded that “the safest level of drinking is none.” The World Health Organization echoed this sentiment, citing no level of safe consumption.

Athletic offers Arsenal fans a craft beer experience without the alcohol.

These findings are resonating with consumers, especially younger generations, who are drinking less than their predecessors. In the UK, 28% of young adults don’t drink alcohol compared to 15% of older generations. Research has also found that 30% of men and 26% of women in the UK say they would like to reduce the amount of alcohol they drink.

Recognizing this shift in consumer preferences, Arsenal saw an opportunity to improve the matchday experience for a broader range of supporters. Whether you’re cutting back on alcohol, designated driver for the day, or just fancy trying something new, you’ll now be able to have a craft beer experience without the alcohol.

Juliet Slot, Arsenal’s chief commercial officer, adds, “With more matches coming to Emirates Stadium this season for both teams, we’re excited to work with Athletic to enhance our matchday offer with their brilliant non-alcoholic beer.”

The bottom line: Whether you’re cheering on the Gunners at Emirates Stadium or watching from your local, this partnership means more choices for every fan. It’s a game-changer for those looking to enjoy the full football experience while making healthier choices.